Tuesday, 16 June 2015

Taking Personalisation To The Next Level

It's no surprise that when talking about personalisation in an email, it often makes people think of populating the first name within an email. However what's commonly missed, is that personalisation isn't just a case of 'populating a first name' as it's a lot more powerful than that.

If used correctly, personalisation can create a more personal connection with the recipient, ensure the email content is specifically targeted for them while simplifying the whole process of targeting your subscribers as you'll only be using one email.

Now we've covered what it's used for, let us show you exactly how it works...

Personalise Your Subjectline

You can insert personalisation into the subject line which will help to attract the subscriber's attention. You can also use our A/B testing tool which will allow you to test different subject lines to see which one generates the best open rate.

Personalise Your Email

Now for the more advanced side of personalisation. We can insert it into the body of an email as personalised text and images, yeah that's right I said images. By adding personalisation to your email, you are instantly making it more relevant to the recipient, resulting in a better user experience and increase the likelihood of interaction with your email.

As well as personalisation helping to keep the email relevant, it also helps to simplify the process of targeting each of your subscribers. As the information is going to automatically change for each recipient, it means you can use the one email to send to thousands of customers with each customer reading valuable content related to them.

Personalising Text and Images...

An example we've created is for an Italian Restaurant. This company has 3 restaurants in different locations so we're going to use one email but have the content & images change using the information we have stored for each subscriber.

The personalisation fields being inserted are going to cover client data, booking information & restaurant details. We're also going to be inserting two personalised images which will make it clear which restaurant each customer has booked a meal at.

The screenshot below shows the email with all of the personalisation fields that have been added as well as the images. The reason the top 'banner image' and bottom 'map image' are not displaying correctly is because they will only display once the image path is complete. This is done using personalisation as it will insert the final image path such as 'newcastle_header.png'.

Once sent, the personalisation fields in the email will populate relating to that specific subscriber's details. The animation below shows how a recipient related to each restaurant would receive it:

If you'd like to see a more in-depth step by step guide detailing how to personalise your email with text & images then please view this help file.

If you have some ideas of your own but aren't sure how / if they can work then contact our support team as they'd be glad to discuss your ideas with you. Call them on 0191 5004 114 or via live chat available here.